The Marketing Toolkit is a multimedia resource designed to help Branches of all shapes and sizes to:
- effectively publicise courses, day schools and wider activities
- raise their profile
- attract new students and retain old ones
- gain new committee members
Resources are divided into sections. Click the links below to go to the relevant section:
- Before you start
- Tradtional Marketing: print, broadcast, direct mail, word-of-mouth
- Digital Marketing: promotion via electronic media, e.g. website, email, Facebook, local listings sites
- Events: using events to raise profile, publicised via tradtional and digital marketing methods
National Marketing Resources
There is a growing bank of marketing resources available for Branches to use on the WEA's intranet (a password-protected internal website): https://intranet.wea.org.uk/marketing-comms . This includes up-to-date brochure and poster templates, logos, brand guidelines, and WEA-approved photos for you to use. You will find links or references to this throughout this Toolkit.
You need a username and password to access the intranet. If you do not already have them, email firstname.lastname@example.org to get set up.
Marketing, Publicity, PR: What's the Difference?
The picture above humourously reveals the differences between aspects of profile-raising communications. The WEA is a brand, and its courses are its product. Our ultimate aim is to be recognised as the brand leader in a congested marketplace: the go-to, think-of-first organisation for adult and community learning courses. Here's a breakdown of the terms most relevant to us in the marketing communications mix.
- Public Relations (PR): The strategic process of managing the reputation of the WEA brand. This is generally a high-level objective overseen by paid professionals, but it's good to be aware of.
- Marketing: The physical things we produce to tell people about our courses, e.g. brochures, posters, branded pens
- Advertising: generally considered to be paid-for; you are 'selling' your brand through endlessly repeatable messages (adverts) whose content you control.
- Publicity: The act of gaining visibility for free, e.g. through a story in a local paper, or an existing student telling a friend about the WEA. You have much less control over this than advertising, which means the result could be good or bad publicity. The journalist who receives your press release might see value in it and print it in the next issue; or it might just as easily end up in the bin, depending on its relevance, timing, or a number of other factors. But, as the information has come from a 'neutral' source, i.e. you have not paid for it, it is generally considered to be more credible and more valuable.